Advertising-record chart



V. L. CUNNYNGHAM.

ADVERTISING' RECORD CHART.

APPLICAUON FILED Nov. lo, 1919.

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clvcy 2900.000

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SUMM/QDY V. L. CUNNYNGHANI.

ADVERTISING RECORD CHART.

. APPLCAT|0N FILED NOV. l0, 19'9- 1,348,349.- Patented Aug. 3, 1920.

2 SHEETS-SHEET 2.

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UNITED STATES VICTOR L. CUNNYNGHAM, OF CHICAGO, ILLINOIS.

ADVERTISING-RECORD CHART.

Application filed November 10. 1919.

T0 all 'whom it may concern:

' Be it known that I, VICTOR L. CUNNYNG- HAM, a citizen of the United States, residing at Chicago, in the county of Cook and State of Illinois, have invented certain new and useful Improvements in Advertising-Record Charts, of which the following is a specification.

The primary object of this invention is to provide a system whereby advertising data ordinarily recorded through means of words and figures, and therefore requiring mental calculation or imagination in appreciating the sum of its effect, maybe so recorded by the graphics of a code of colored or shaded geometrical `indicia that while leaving individual entries separately intelligible as to the items they represent, the arrangement of the indicia in inter-related groups, for example,J columns and lines standing, respectively, for factors in the record to be produced, for example, subdivisions of the calendar year and different mediums of publicity, will develop a composite-picture that will graphically express an aggregate effect of the whole or any section of the advertising, and communicate such efect by mental impression allied to that aimed to be produced by the advertising itself. Associated with the graphics may be any desired words expressing any information in addition to that imparted by the picture, or figures indicating circulation, cost of space, etc., in the particular medium. The color scheme and space, however, will both be indicated by the geometry of the indicia; the color information involving coloring'or shading of the indicia as well as the geometry thereof.

As a result of this system, in a consultation between an advertising agent and, for eX- ample, the publicity oflicial of a business house, the former is enabled to impart to the latter, instanter, the information concerning an advertising campaign proposed, in course of execution, or completed, and the latter acquires at a glance and without calculation a mental picture of the whole campaign, the degree of aggressiveness characterizing the same at different subdivisions of the calendar year or through different available channelsnas well as the distribution through all of such channels, the color schemes entering into the advertisements or which characterize the advertisements by seasons and by circulating mediums, and, in short, a comprehensive appreciation of the Specification of Letters Patent.

Patented Aug. 3, 1920.

Serial No. 337.099.

psychology just as the advertisement is intended to be.

In order that the invention may be fully understood, two charts, reproduced from actual records developed according to the present invention, are shown in the accompanying drawings by way of illustration, in which- Figure l is a chart in which multi-colored indicia are used and referred to as chart B; and f Fig. 2 is a chart in which single color indicia are used and referred to as chart A.

A chart is subdivided into a 'vertical column space l for the names of publications or circulating mediums; column spaces 2 for months or other subdivisions of the calendar year or other time periods; column spaces 3 preferably for figure totals; and line spaces 4 intersecting the column spaces for the purpose of locating in the several column spaces indicia and other data to be associated with the name of the publication occupying that portion of the line space which is in the publication column l. Associated with the name of each publication figures 6 indicating the circulation of the publication, while at the intersections of the line space of the particular publication with those particular columns corresponding with the time subdivision or publication issue for which an advertisement had been purchased, is preferably expressed as at 7 the cost of the insertion, and the total cost of the insertions for the year or other period of time is carried out in the line space 8,'-while the circulation multiplied by the number of insertions is shown in the total circulation line space 9,

and these two aggregates stand side by side` in theV publication column are preferably vided into four sectors, some of which may comprise shaded or colored sectors 521-02 it means a four-color advertisement; if di-Y vided into three sectors, 5, 5C, 5, it indicates a three-color advertisment; and ifit contains but a single shading or color 5X it means a single color advertisement. The single color circles are varied to indicate propor .figure or subdivision thereof different in appearance from the surface of the surrounding field.

Associated with the chart is a key 10 showing typical indicia, together with eX- Vplanation of their meaning. Vhile geometrical subdivisions of the circle, Vas well as the coloring thereof 'are more or less arbitrarily selected in establishing the code,

they nevertheless contribute to a graphical representation of the conditions to be expressed, and thus serve the purpose hereinbefore recited.

As shown in' the drawings, A and B are two charts showing a pictorial representation of an advertising campaign for two products of one concern, or two lines for which advertising is contemplated and which arerepresented graphically, and also summarized as shown at the bottom of chart B to enable the purchaser of theV advertising matt-er to ascertain quickly the scope of the campaign planned. It will be noted from reference tothe drawings that chart A is arranged to represent advertising in four groups of publications. The chart indicates Vthe kind of advertising:contemplated for every month in every one of the various publications. It includes also data` indican ing the cost per insertion and data showing the circulation of the various publications, the same being utilized for every one of the four classes and all being carried to grand totals -at the bottom of the chart.

The chart rB represents advertising planned in four classes of magazines, the scheme being the same as lthat shown by chart A. However, chart B, as shown in the drawings, includes the totals for the arrangement of the classes of publications shown'thereon and also a summary of the totals of charts Av and B. In the summary the line space r11 includes the' figures shown in the fline space 12 of chart B. The ligures in line space y13 include the totalsiin line space 14 of chart A, and line space 14 on chart B'is the sum ofthe iguresein line spaces 11 and 13 thereon. The'line space the geometrical figures 5. Shown also in the charts at 6 are the circulation of the various magazines so that the purchaser. may calculate at any time his cost pery publication, pro rata the same with the circulation,- or determine any other figure which may be desirable to know. As submittedto theprospective purchaser the geometrical figuresv on the charts would' preferably be indicated in colors, and which colors would be fully explained inthe key 10.

, Thecharts as above stated have been prepared to show a specific advertising campaign, contemplated or ordered, the kinds of advertisements and amount of space to be utilized being graphically represented, the names and circulations of the various publicat-ions and the cost per vadvertisement being also shown on the charts in association with the graphic data, vand the whole being arranged so that the kfigures of the line spaces andv columns will represent totals which it is desirable to know not only in planning the advertising campaign but as the' same is progressing. With charts such as those shown in the drawings, an advertisementpurchaser would have before him data whereby at a glance he might ascertain what is being done in any particular month or other period of time as such information is found necessary.

- -I claim:

1. An advertising graphic record chart comprising geometrical indicia for the individual entries to be recorded,-subdivided into distinguishable areas, and with their different subdivisions diferentiated geometrically; said'indicia being arranged in inter-related groups comprising columns and lines corresponding to factors in the record-to be produced, and being adapted by their collocation to develop a composite picture graphically expressing the-aggregate effect of the items which "they severally represent.

2. An advertising record chart compris-Y ing column spaces and line spaces intersecting to develop frames for locating items of the record, the column spaces corresponding to subdivisions of a calender year, and the line spaces corresponding to advertising mediums; geometrlcal lindicia llocated in said frames individually expressive of color schemes and advertising insertions which they severally represent; the indicia having their surfaces subdivided geometrically and their geometrical subdivlsions differently colored; and the grouping of the indicia. developing a composite picture graphically expressing the aggregate effect of the advertising items which the indicia individually represent.

Signed at Chicago, Illinois, this 10th day of October, 1919.

VICTOR L. CUNNYNGHAM. 

